How to Measure Incremental Revenue from a B2B Experiment

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When you run a personalization or web experiment, the goal is usually to drive more conversions—like demo requests, signups, or sales meetings. This guide shows you how to translate that lift into a clear revenue number so you can prove the business impact.

Step 1: Find Your Lift

Lift is the improvement in conversion rate your experience created.

Example:
Your control converted at 2%, and your personalized experience converted at 3%.
That’s a 50% lift because 3% is 50% higher than 2%.

You can get this number directly in your experience stats.

Step 2: Estimate the Value of One Conversion

To measure revenue impact, you need to know how much pipeline (or revenue) is typically generated by one conversion.

Example:
Let’s say each conversion leads to $10,000 in pipeline on average.

If you don’t have this exact number, work with Sales or RevOps to estimate it based on historical opportunity data.

Step 3: Multiply to Get Incremental Pipeline

Now combine the lift and value per conversion to get the impact.

Example:

• Your test generated 100 conversions.

• Your lift was 50% = 50 additional conversions.

• Each is worth $10,000 in pipeline.

→ 50 × $10,000 = $500,000 incremental pipeline

Step 4: Apply Your Win Rate

If you want to convert pipeline to revenue, apply your average opportunity win rate.

Example:

• Win rate = 25%

• $500,000 pipeline × 25% = $125,000 incremental revenue

Step 5: Annualize the Impact (Optional)

If your experiment only ran for a short period, you can estimate annual impact by scaling the result.

Example:
Your test ran for 2 months.
→ $125,000 × (12 ÷ 2) = $750,000 projected annual revenue impact

🎯 Summary Formula

Incremental Revenue = Conversions × Lift % × Value per Conversion × Win Rate

Use this to communicate clear ROI for your program.